Accelerating influence through
the knowledge network
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Whether you’re targeting prospects or attracting UBMFOU �CPPTUJOH�FOHBHFNFOU�PS�JOnVFODJOH�UIPVHIU�leaders, today’s always on lifestyle and fractured media have only made it harder…
It’s never been easy...
Unless otherwise noted, all data sourced from LinkedIn Corporation internal metrics and research.
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In the new information age, breaking through requires more than just access...
It requires trust
And trust mattersNewly empowered by social and mobile technologies, buyers and prospects take charge and do their homework... And they want trustworthy, relevant and valuable content to inform their decisions.
Trusted content trumps the sales pitch
And they seek and corroborate information through their professional network:
Buyers, both business and personal, make up their minds before speaking to a sales person:
through the buying cycle by the time they contact a vendor. (Source: CEB)
of buyers prefer a vendor recommended by their network. (Source: IDC)
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In the new media reality...Trusted content lives in the newsfeed
"OE�UIFZ�SF�mOEJOH�JU�PO�NPCJMF�12 minutes of every hour spent online is dedicated to this pursuit (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
use social platforms to access professional content at least once a week or more - more than all forms of traditional media, including television (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
Today’s professionals spend more time than ever consuming relevant content
Thanks to soaring mobile and tablet usage, consumption of professional content doesn’t just happen 9a to 5p
ȼǍ୲ǍǞ70%For
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Professionals are 62% more likely to consume professional content
at home than at work (Source: The Mindset Divide: Spotlight on Content,
LinkedIn and Millward Brown Digital, April 2014) ɐǍ
More than 50%�PG�USBGmD�UP�NPTU� major social platforms will come from
mobile by the end of 2014
And 41% of time spent consuming content is spent on professionally relevant content
compared to just 30% for news and 29% for entertainment
Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
They’ve made social media a primary resource:
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Enter
"T�UIF�EFmOJUJWF�QSPGFTTJPOBM�QVCMJTIJOH�QMBUGPSN �LinkedIn is the natural hub for professionals to seek and share content that helps them make their most important business decisions.
The professionals’ network of choice has quickly become their relationship tool of choice.
Building identity, fostering connection, enhancing knowledge.
The Global Hub for professional content
The result: A place where corporations are made human.
Approachable. Accessible. Authentic.
A tool to enhance knowledge,HQJDJH�HPSOR\HHV�DQG�LQÁXHQFH
decision makers at scale
this precise, this effective,
and this efficienthas never before existed.
until now.
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From influence to engagement,Social and LinkedIn get results
91% say social increases their visibility with prospects
86% say social brings them closer to their customers
84% say it increases customer advocacy
81% say it increases customer loyalty(Source: Oracle, Social Media Today and Leader Networks, “The Socially Enabled Enterprise: A 2013 Research Study”, Sep 17 2013)
5PQ�CFOFmUT�PG�sharing professional content on LinkedIn
And no social platform is as trusted as LinkedIn
What’s more, that content is more sought after and shared than on any other platform
5PQ�CFOFmUT�PG�consuming professional content on LinkedIn
say it increases their visibility
trust LinkedIn for professional content
Enhancing knowledge: 77% keep up with
industry news & 70% discover new ideas within their industry
Strengthening networks:
63% build relationships with colleagues/clients
& 44% spark conversations
Boosts personas:
56% build professional reputation
& 40% improve current job skills
say it enhances their professional
reputation
77% FYQFDU�UP�mOE�SFMFWBOU�DPOUFOU�PO�-JOLFE*O
74% say LinkedIn is a suitable place to share it
trust Facebook for professional content
say it positions them as thought leaders
trust Twitter for professional content
(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
91%
91%
86%
24%
84%
61% 30%
81%
19%
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The LinkedIn Point of ViewBe accurate. Be helpful. Be everywhere.When it comes to relevant professional content...No social platform is used as frequently as LinkedIn
91% LinkedIn 61% Online news sites
30% Twitter 24% Facebook
and 19% Google+
64%
71% 40% 31%
63% 40%
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Content is influence,influencers provide contentMarrying the platform and targeting capabilitieswith quality content creation and scaling it to QSPWJEF�UIF�QPXFS�PG�UIF�JOnVFODFST�UP�BMM�
LinkedIn means more signal, less noise
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LinkedIn enables companies to boost employee engagement and showcase its talent brand. Employees at companies that most actively participate on LinkedIn are:
And companies that engage their workers are...
Linkedin activates, amplifies and supports the whole team
more likely to feel engaged at the
company
more likely to feel more connected to co-workers
outside of their core team
more likely to have access to information
that helps them do their job better
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Employees are the most powerful, yet overlooked and underrated, marketing channel.
15% 15% 14%
22% NPSF�QSPmUBCMFaverage 21% more productive
(Source: Gallup State of the American Workplace, 2013)
Create the corporate brand identity
Building company presence
Develop the networkAcross employees, followers and group members
Seed the network 8JUI�JOnVFODFS�BOE�NFNCFS� posts, company updates and group discussions
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Empower your key talent,enable them to be thought leaders
Harnessing internal intellectual capital for external thought leadership can be daunting to coordinate and execute at scale.
LinkedIn’s publishing tools when combined with the right FEJUPSJBM�TVQQPSU �BVEJFODF�TFHNFOUBUJPO�BOE�BNQMJmDBUJPO�strategies provide the perfect brand-safe platform with distribution and social engagement built in.
How it’s done
Attract an audienceFollow and be active
Establish a corporate ecosystem(Company Pages, Showcase Pages, $BSFFS�1BHFT �"GmMJBUFE�1BHFT �BOE�NPSF
Engage through content Activate your team + Optimize with analytics
Extend your presenceCustomize
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Amplify and analyzePresence, strategy, content, voice and targeting are just the beginning...
-JOLFE*O�SFDPNNFOET�BNQMJmDBUJPO�QMBOT�UP�accelerate distribution and meet strategy.
Ongoing analytics provide insight on content success and traction.
Measure success, meet your KPIs. From engagement to share of voice to quality of leads.
How LinkedIn partners with agencies
Create + publishTap into LinkedIn content intelligence to select subjects and capitalize on trends. Drive ongoing content development and editorial calendar.
WorkshopWork with LinkedIn to create content strategy, prioritize publishers (leadership, TVCKFDU�NBUUFS�FYQFSUT �TBMFT �FUD��BOE� establish publishing process.
Accurately targetTarget and reach the absolute exact BVEJFODF�ZPV�XBOU�UP�JOnVFODF�
ExtendLeverage LinkedIn data to create immersive apps and creative experiences.
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Content
The Atlantic
Bloomberg
CBS Interactive
Contently
Freshwire
Group SJR
IDG
NewsCred
Percolate
Sponsored Updates
Adstage
Brand Networks
Salesforce
Shift
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Content partners create world class editorial strategy and creative for LinkedIn Sponsored Updates partners help you optimize your efforts with technology built for power users
LinkedIn partners
Amplification opportunities
Analytic tools
Organic
Company Updates
Paid
Sponsored Updates
Sponsored InMail
Display
Content Marketing Score
Benchmark and trackUnderstand who consumes your content
Quantify engagement
Compare to competition
Trending Content
Determine what matters, to whom and when
Your KPIs
Leading and lagging indicators
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Building relationships.Reaching, engaging and influencing audiences
your storytelling and creativity
The art & science of
meets
marketing.linkedin.com